Good branding is good business for doctors’ practices

Are all doctors within a service area the same? Of course not! What makes one doctor stand out among the rest? What makes one doctor right for one patient and not for another? Why is it that when people move 45 minutes away, many won’t change their primary care physician? How am I going to find a new primary care doctor or find a specialist that is right for me?

People are researching their medical choices everyday. Differentiating your physician practice and creating your unique brand helps patients choose you.

But developing a brand is not just designing a logo and sticking it on a business card and a website. A good brand is a strategic combination of logo, words, type design, colors, graphics, photographic style, video, personality, service, and promise. It combines a visual look with a specific emotional appeal backed up with content that proves your promise. A strong brand has brand standards that can be followed across many different touch points from a website, to a white paper, to a video or an ad. Think Coke, Pepsi, RC and Jolt. All are colas, but each are very different brands.

It can take a little time to build a strong brand and manage all the different components, but it can speak volumes about your expertise and help consumers choose your practice above all others.

Look for my other posts on the importance of branded website design for physicians.